Tata Mutual Fund’s new digital campaign ‘Meri Aazadi’ urges people to save for retirement

The campaign will be seen across social media platforms and outdoor locations in B-30 cities

e4m by exchange4media Staff
Updated: Aug 20, 2019 6:27 PM

Old age has a great sense of calm and freedom when the passions relax their hold, then, as Sophocles says, we are free from the grasp, not of one mad master only, but of many, said Greek philosopher Plato in The Republic

Taking a cue from the thought, Tata Mutual Fund has launched its new digital campaign ‘Meri Aazadi’. Linking back to Plato's versions, the campaign conveys that retirement, is not a destination that one will reach at a particular age. It is a state of mind viz. when all your cares are taken care of, it's time to put up your feet and stop working for the next pay cheque. A state of actualization leading to a sense of freedom and freewill. How soon will one get there is a function of how early and how much is one saving to retire at will.

Speaking on the launch, MVS Murthy, Head -Marketing and Digital Communications, Tata Mutual Fund, said, "We plan to launch this campaign closer to Independence Day to connect the idea with Meri Aazadi. The key message of our new campaign is that retirement is not about an age but a matter of choice - Meri Aazadi: Freedom to Be. Freedom To do. With that perspective we are launching our new digital campaign on Tata Retirement Savings Fund. This campaign will be seen across social media platforms and outdoor locations in B-30 cities. We hope to give Freedom and Independence a new meaning!"

‘Meri Aazadi’ campaign exhorts viewers to start, early or late doesn't matter, saving regularly for your retirement for it's the inevitability from work. The campaign provokes one to keep identifying wish-lists and keep ticking each of them. There will always be occasions to raise a toast, a place to go and soak in, a gift to share and a celebration that's due.


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